Have you ever wondered why no one ever responds to your Web-marketing efforts? Do you spend time and money designing, writing content, and hosting your website, but it doesn’t seem to make a difference in your business? Maybe your Web content is chasing customers away.
Here are three (of many) reasons your content could be chasing customers away:
1. TMI (Too Much Information)
When a potential customer lands on your website, are you bombarding them with too much information? Too many companies think it is best to put as much information as they can in on one page of their website, and this is usually the home page. If they only have one product, they will put all the information about the product (benefits, features, history, how it was developed or made, etc.) all on one page. This results in a page that is crowded and busy, with no focus.
The customer doesn’t know where to look first, what to focus on. He or she becomes distracted with all the widgets and gadgets, flashing pictures, rotating banners, and – worst of all – automatic background music. It is information overload, and I think we can all agree that there is too much of that already in our lives. You only have 15 seconds to catch a potential customer’s attention and to hold it.
The most important function of your marketing efforts should be to entice the customer to read what you have made for them and then act on it. Whether you are selling a product, offering a service, or sharing information, give them only as much as they will need to make a decision to look further into your company or service. If it takes too much time to figure out what you are selling or to find what they are looking for, they will go to the next site.
2. TME (Too Many Errors)
You only have one chance to make a good first impression. If you fail to do this, you will lose your potential customers and you may never get them back. What is one of the ways you can fail to make a good first impression? Errors. Spelling errors, grammar errors, syntax errors, bad links, factual errors are just a few.
If your customers finds your page and sees an obvious error, questions will come into their mind. There is something about a typo that will immediately draw the viewer’s eye to it. The customer will begin to wonder: If there is no quality control over their written materials, how do I know the quality control will be better with their product or service? If this person or company doesn’t take the time to make sure that the marketing material is right, how do I know that they will take the time to do my (project, product, service) correctly?
One example of a major error that occurs all too often is having a bad link. A case of this would be when you want customers to sign up for a webinar or download a free e-book, all successful marketing strategies. They click on the link and … nothing. “This page not found” flashes on the screen. You enticed the customer, you had a call to action, and then you failed to deliver. How many times do you think the customer will come back?
3. DOB (Day-Old Bread)
Does your customer find your site and see outdated information? Wrong prices? Bad descriptions? An offer to attend an event that occurred two years ago? This is the same as going to your local supermarket and finding day-old bread with the same price for the fresh one. Again, it is a credibility issue. If you can’t take the time to update your website, how do I know you will pay attention to my needs?
Too many companies invest in a website and then forget about it. They don’t update it, they don’t redesign it, they let it sit and gather cobwebs. It is no longer a luxury to have a website, it is a necessity. Once you put it up, you need to periodically review it. If not, you will chase your potential customer away.
This is true with a blog as well. If you are going to have one, then write in it now and then. All kinds of advice is available on how often you should post to a blog, and while it is hard for the experts to agree on the best number, they all agree that only posting once every few months is not the optimal amount.
Fortunately, there are simple solutions to each of these three problems. Here are three of them, all easy and cost-effective.
• Pay a visit – Take the time to actually visit your site occasionally. Click on it and look at it as a potential customer would. Is it too busy? Can you determine what the point is, what it is trying to accomplish? Does it take you to the next step, purchasing a product or service, sharing information? Would you come back?
• Take ownership – You need to either take ownership of your site personally or assign someone else to do it and then make sure they do. Someone should be responsible for everything that goes on the site. You need someone who can proofread the site for errors, check the design, make sure the content is relevant, and verify the links.
• Road trip – Take an Internet road trip. Visit other websites, especially your competitors’. What are they doing right? What might they be doing wrong? You should already have an idea that if they are successful in competing with you, it could be that that their website is attracting more customers and retaining them.
You can implement these steps with little trouble. If you don’t have the time, you can also hire an outside contractor. There are freelancers available who will provide any services you might need – Web design, content editing, content writing, proofreading are just a few. Take advantage of them.
Your web presence should be an integral piece of your marketing strategy. Don’t let it chase potential customers away.
If you would like help in reviewing and editing your web content, please go to my website and contact me for information.
Photo cred: Generationentrepreneur.com.au